Direct Marketing for the new BMW 5 Series
Agency: TBWA, Paris

A direct marketing mailing addressed to BMW 5 Series owners

This mailing primarily was addressed to BMW owners to announce the launching of the new BMW 5 Series. It includes 16 pages, with flaps on the right-hand pages. To meet BMW quality standards, it was printed on a heavyweight coated satin paper.

Effective narrative in line with BMW strategy and voice

To demonstrate BMW’s ability to push the limits of innovation and improve the driving experience, I created “Technological Challenges.” It consists of six tests and shows how BMW achieves its goals of performance, safety, and driving experience. How to park the car easily? The Active Front Steering. How to get more power and spend less energy? The Efficient Dynamics. So forth and so on, this direct mail continues with all of BMW’s competitive advantages such as the Sequential Manual Gearbox, the Adaptive Light Control and the Head-Up Display.

Goal achieved!

The last challenge was for the audience to drop by their local dealer. Owners of previous models visited BMW three times more than predicted to try out this new 5 Series.

Left: The Technological Challenges met by BMW
Right: New BMW 5 Series. Join us to pit yourself against the Impossible.

Technological progress for safer and more enjoyable driving.

Challenge 01. Manage the most demanding maneuvers with maximum agility and precision.

Resources 01. Active Front Steering

Challenge 02. Illuminate the road even, in tight curves.

Resources 02. Adaptive Light Control